Gallaher is bidding to take a bigger slice of the hand rolling tobacco (HRT) market by putting its value-for-money Mayfair cigarette brand into the format.

The tobacco giant, which already commands a major share of the HRT market with its Amber Leaf, Samson and Old Holborn brands, is introducing a new 12.5g, flip top rolling version of Mayfair, Britain’s third largest kingsize cigarette brand [ACNielsen].

Rolling out this week at an rsp of £2.19, the newcomer features the brand’s familiar blue and silver livery with each pack containing tobacco and cigarette papers. The new addition is aimed at smokers looking for a mid-priced, mild to medium strength HRT brand, while research found cost was still the single biggest consideration when buying HRT.